Punjab targets to harness 3000 MW power from 300 bio-mass plants
December 18th, 2009
Gagandeep Ahuja
LALWA(PATIALA): The Punjab government is targeting to produce 3000 MW power by harnessing 20 lac tones agricultural residue being produced in the state every year.
Talking to the media man informally at the residence of Chairman Zila Parishad Mohinder Singh Lalwa, Sukhbir Singh Badal, Deputy Chief Minister said that besides solving the chronic problem of pollution due to burning of paddy residue and tackling decreasing productivity of the land due to heat generated by this fire, power generation from biomass was the green source of power that would earn carbon credit worth crores to the state. He said that 28 bio mass would start producing 280 MW Power by next December where as another 28 plants in the year 2011 would generate combined power from biomass to the extent of 700 MW.
Focusing on strengthening the economy of rural areas, Sukhbir Badal said that next year SAD-BJP government would distribute 1 lac gobar gas cooking tables to BPL and EWS families in the villages to harness cooking gas from cow dung.
Blaming the Congress Party for the ills of power scenario, Badal said that failure of Congress Party to generate a single unit of power during their five years rule had deteriorated the demand-supply equation in this sector. He said that Punjab was producing 5000 MW power against the demand of 9000 MW with the average shortage of 4000 MW Power.
He said that with the completion of 4 Thermal plant and harnessing of energy from renewable sources, Punjab was all set to become first power surplus state of India. He congratulated the people of Punjab for the state becoming first state in the country having first commercial solar plant.He said that Punjab was planning to tap 100 MW power from solar sector.
Speaking about the progress made by the SAD-BJP government in infrastructure sector Sukhbir Badal said that besides fourlanning of Chandigarh-Patiala-Bathinda, Chandigarh-Ludhiana-Ferozepur national highways, work has already started on six lanning Ambala-Jalandhar national highway. He said that 24 railway over bridges are set to be completed within three months whereas with the starting of flights from Ludhiana,Mohali, Bathinda, Amritsar airports, the state has emerged as most air connected state of India.
Charging Congress for running away from the battlefield, he said that instead of raising public interest issues in the assembly, Congress fled the scene, and created a drama to grab space on first page in their intra party politics for Presidentship.
He challenged Congress to contest SGPC elections instead of propping up their front man Sarna and face forfeiture of their security. SAD General Secretary Prof. Prem Singh Chandumajra, Chairman BC Commission Punjab Prof. Kirpal Singh Badungar, Youth Development Board Chairman Gurpreet Singh Raju Khanna, SAD Rural Patiala President Ajaib Singh Mukhmailpur, Former Minister Hamir Singh Ghagga, DIG S.K. Asthana, Deputy Commissioner Dipinder Singh, SSP Patiala Ranbir Singh Khatra were also present on the occasion.
Party chiefs throw weight behind nominees
April 19th, 2009
Ludhiana
Shiromani Akali Dal (SAD) president and Punjab Deputy CM Sukhbir Badal and Punjab Pradesh Congress Committee (PPCC) acting president Lal Singh today addressed meetings in the city to garner support for their respective candidates.
While attending rallies and meetings of SAD-BJP workers, Sukhbir Badal claimed that SAD-BJP would win all the 13 Lok Sabha seats in Punjab. He was here in the city to promote the election campaign of Gurcharan Singh Galib, the SAD-BJP candidate from Ludhiana constituency.
He attended large number of rallies in different areas and meetings of different groups of citizens. He added that the people’s verdict in UP and Bihar has shown that the Gandhi family will not ruled this country anymore. He said that Congress ruled this country for half century, but has done nothing to remove the poverty from the country.
While giving details of the progress made by the Punjab under the present Government, he declared that the government had fulfiled all the promises made by it during the last Assembly election. He was accompanied by Tourism and Jail Minister Hira Singh Gabaria, Deputy Speaker Punjab Vidhan Sabha Satpal Gosain, M P Sharanjit Singh Dhillon, Chief Parliamentary Secretary Harish Rai Dhanda, MLA Darshan Singh Shivalik, SGPC member Balwinder Singh Bains and many others.
Sukhbir enjoys suspense over Bathinda nominee
Deon (Bathinda) MARCH 15th, 2009
SHIROMANI AKALI Dal leaders have been asserting that a member of the Badal family will contest the Bathinda Lok Sabha seat, but party chief Sukhbir Singh Badal is clearly enjoying the suspense.
Addressing a press conference at Baba Farid Institute after attending a function here, Sukhbir remarked, “Like a good movie involving suspense, the SAD also wants some suspense in Bathinda to make the contest more interesting.” Recent developments indicate that Sukhbir’s wife Harsimrat will be the nominee with both Badal Senior and the SAD chief declaring that they would not be contesting the Lok Sabha elections.
Sukhbir went on to describe the Congress as a confused party and claimed that the infighting among its leaders had led to disappointment in its rank and file.
Sukhbir said a weak opposition party would ensure the Shiromani Akali Dal victory in all 13 Lok Sabha constituencies of the state. He said it was due to factionalism in the Congress that the party was unable to announce a single candidate from Punjab.
He was confident that the NDA would form the next government at the Centre and said it would steer the country towards an era of development on every front be it agriculture, industry, education or employment generation.
Asked about the revival of the Dera Sacha Sauda-Sikh row on the poll-eve, he said the state government was committed to maintaining law and order.
Sukhbir gets post, accountability
Deputy CM, that wasn't too difficult, but now begins the real test for "man of moment"
January 21st, 2009
SO FAR, it’s been picture perfect — the elevation of Sukhbir Singh Badal as the Deputy Chief Minister of Punjab. But whether that can be said a few months from now remains to be seen.
Chief Minister Parkash Singh Badal couldn’t have expected the succession plan for his son to be smoother and politically better timed. By appointing the SAD president and Lok Sabha MP as his deputy, Badal has sent a clear message:
this is the man who matters. From an “extra constitutional” to a “constitutional” authority , Sukhbir’s come a long way .
He’s all powerful today; Sukhbir always had the power, but will now be “responsible” for what he does.
Says a senior Akali leader, “Sukhbir hasn’t got anything on a platter, he had to work very hard to carve out his political space and make himself somewhat indispensable for Punjab’s electoral politics. The party’s in power largely because of his efforts.” 2007, in fact, was Sukhbir’s victory , leading the party as he did from the front, re-energising the Akali cadre for a “do-or-die” battle against a formidable opponent in Capt Amarinder Singh.
The win allowed Badal Sr to meticulously implement his succession plan. Lok Sabha MP Sukhbir first became the Acting SAD president, then a full-time party president and is now the Deputy Chief Minister. The heir apparent is on the move.
“His growing stature marks the transition of Punjab polity from one dominated by the old world and laidback style of politics to one essentially proactive and forward looking. Sukhbir also symbolises the rise of the youth to the centre-stage of power play ,” says Chief Minister’s media adviser Harcha ran Bains.
But the question on everyone’s mind: Will he deliver?
That depends on whether he’s able to provide leadership to an already indifferent officialdom and show “restraint and political maturity” in dealing with contentious issues.
Nonetheless, says a senior officer close to Sukhbir, with his coming to the chief minister’s office, the dilly-dallying by bureaucrats could end. Whatever the Deputy CM will say would now be in the official capacity and duly put on the file. Thus, each word would entail accountability. The model of governance may also change — from slow-moving and public sector style to corporate, resultoriented and more accountable.
While Badal had been known to be tolerant, soft and forgiving, Sukhbir is not known to have these qualities. The bureaucracy , used to the laidback style of Badal Senior, will now have to be on its toes all the time. For them, he adds, the message would be very clear: perform or perish! Leader of Opposition Rajinder Kaur Bhattal, however, feels: “ Although it’s an internal matter of the Akali Dal, the move will ruffle many feathers within the SAD-BJP combine. His induction won’t make any positive improvement in governance as he had already been running it by proxy .” For the past some months, the Badal family was seriously debating Sukhbir’s elevation. If not now, then when? And ultimately came the decision to induct him in the Cabinet as his father’s deputy .
“The Badals feel if the Akali Dal does well and NDA forms the government, Badal Senior can be accommodated in the Centre. And the credit could easily be given to party chief and Deputy CM Sukhbir for making the difference. But if it doesn’t, Badal can claim moral responsibility for having not done well and decide to finally pass the baton to Sukhbir by appointing him the chief minister,” argues a political analyst.
But whether the voters take that bait in the period after that is the moot point.
For the moment, Sukhbir’s induction has, no doubt, raised expectations within the government and Akali circles (besides giving the Congress a handle to flog the Badal “parivar”). Will he live up to it, that’s the big question.
Sukhbir gets Home, no major shuffle
January 21st, 2009
CHIEF MINISTER Parkash Singh Badal today gave away the key portfolio of Home Affairs that he has held even during his previous regimes to Sukhbir Badal, strengthening the hands of the newly appointed Deputy Chief Minster without any major reshuffle in the Cabinet.
Besides Home Affairs, which significantly includes the state police, Sukhbir Badal also gets Water Supply and Sanitation, Information and Public Relations, NRI Affairs, Sports and Youth Services and Non-Conventional Energy portfolios, according to a notification to this effect that was chalked out here tonight.
It is for the first time after the erstwhile regime of Surjit Singh Barnala over two decades ago, when Capt Kanwaljit Singh held Home Affairs, that this key portfolio has been given to a minister other the CM. The successive chief ministers across party lines – Capt Amarinder Singh, Rajinder Kaur Bhattal, Harcharan Singh Brar and the Late Beant Singh – have held the ministry.
In the minor reshuffle today, the CM, however, retained Science, Technology and Environment, besides Personnel, General Administration, Excise and Taxation, Power, Housing and Urban Development, Employment and legal and Legislative Affairs Departments.
Gulzar Singh Ranike, who retains Animal Husbandry, Fisheries and Dairy Development and Welfare of SC/ST, has been divested of the Sports and Youth Affairs portfolio.
Former minister Bikramjit Singh Majithia, who resigned yesterday to make way for Sukhbir’s induction into the Council of Ministers, held the Departments of Science, Technology and Environment, Water Supply and Sanitation, IPR and Non-Conventional Energy.
Sukhbir Dy CM amidst fanfare
January 21st, 2009
IN WHAT appears to be yet another step towards transition of power in the state, 48year old Sukhbir Singh Badal, son of Punjab Chief Minister Parkash Singh Badal, was sworn in as the Deputy Chief Minister in an impressive public function here today . Sukhbir Singh is also the president of the Shiromani Akali Dal.
As soon as Governor Gen S.F. Rodrigues (retd) administered the oath of office and secrecy in the presence of Badal Sr, an enthusiastic crowd burst into cheers and waved party flags around the arena, which was specially erected for the function.
Immediately, fireworks went up in the sky as enthusiastic SAD-BJP workers started dancing to the drumbeats around the “pandal”.
This is the first time in recent years that the swearingin of an important dignitary has been held in the holy city of Amritsar. In fact, it will be for the second time — the first being Rajinder Kaur Bhattal during the Congress government — that Punjab will have a Deputy CM. The development, which reportedly had the state leadership of alliance partner BJP sulking, assumes importance in view of the forthcoming Lok Sabha polls.
Though estimates on crowd differed, the enclosure specially erected for the function was overflowing with people. Even moderate estimates put the number at over 50,000. BJP national president Rajnath Singh, former Rajasthan CM Vasundhra Raje Scindia, Haryana’s O.P. Chautala and J&K’s Farooq Abdullah and former Union minister Maneka Gandhi were among those who attended the ceremony .
Many dignitaries, including the Governor, were flown in for the gala function. While Sukhbir’s brother-inlaw Adesh Partap Singh Kairon was seen with members of his family, his cousin Manpreet Singh Badal could not make it as his flight was delayed. Badal Sr’s brother Gurdas Singh Badal, who was reportedly indisposed, was also not there.
Sukhbir’s wife, a visiblyelated Harsimrat Kaur, was seen attending to the dignitaries. Also in the gathering were Sant Samaj leaders and many noted industrialists.
Immediately after his installation, Sukhbir declared that he would make his presence in the government felt by ensuring transparency , accountability and precipitation of developmental works. Declaring a war against drug addiction, he sought the assistance of SAD-BJP leaders, workers and people of Punjab in achieving goals.
To a question, Sukhbir said he would fight for defending Punjab’s rights on Chandigarh, river waters and Punjabi-speaking areas being transferred to Haryana. He also promised to implement recommendations of the administrative reforms commission in toto to end exploitation of common people in government offices.
Arrangements for the mega show had been made under the aegis of Majitha MLA Bikram Singh Majithia, who had relinquished his Cabinet berth to pave the way for his brother-in-law Sukhbir’s elevation.
The ceremony, however, annoyed the locals, who faced a lot of difficulties and harassment in commuting from one place to another owing to VIP vehicles and those pressed into action to ferry people to the venue.
However, those who attended the oath-taking function of the CM at the PCA stadium in S.A.S. Nagar two years ago said that unlike it, today’s function was far better organised.
While the main “pandal” was erected for the oath ceremony , there was another for the dignitaries, where seats were specifically earmarked for them.
Yet another “pandal” was set up for the cultural programme, where Sufi and folk singer Hans Raj Hans regaled the audience with his hits, besides singing paeans for the Deputy CM.
Sukhbir to be sworn in next week
January 17th, 2009
LOK SABHA MP and SAD president Sukhbir Singh Badal is expected to be sworn in as Punjab’s deputy chief minister next week — either on Wednesday or latest by Friday .
Sources said top Punjab officials are in touch with Raj Bhawan, seeking availability of the Governor, Gen S.F. Rodrigues (retd), for the swearing-in ceremony .
The Governor, who is away to Delhi for some meetings, is scheduled to return tomorrow and remain in station in the coming week. Preparations are on for the swearing-in ceremony, likely to be held outside Raj Bhawan in view of the expected large gathering of Akali supporters. As in the past, the Akali top brass is once again considering the Mohali cricket stadium for the ceremony .
Chief Minister Parkash Singh Badal had yesterday confirmed SAD Core Committee’s decision to install Badal Junior as his deputy . While making the announcement in the presence of BJP minister and leader of the party’s legislature group Manoranjan Kalia in Jalandhar, Badal said he had already taken the consent of the top BJP leadership.
In Delhi, senior BJP leader Arun Jaitley told the visiting state leaders to abide by the SAD decision as it was the larger partner. Sukhbir, who got a major share of the credit for SAD’s victory in the 2007 polls, is likely to be allocated some important portfolios, including Home Affairs, Power and Housing and Urban Development, currently with the Chief Minister.
Although the party is yet to take a formal decision on who would be dropped from the state Cabinet, SAD sources said in the event of Bikram Singh Majithia putting in his papers to make way for his brother-in-law Sukhbir in the Council of Ministers, the departments of Information and Public Relations, Public Health and Science and Environment, at present with Majithia, would also be available for distribution among other ministers.
Majithia could even be considered for fighting a Lok Sabha seat, the sources added. In that case, there is a strong chance of Sukhbir getting the department of Information and Public Relations as well.
Sukhbir Badal, MP from Faridkot, who led the party in the last Assembly elections on the development plank, was first appointed SAD’s acting president soon after the SAD-BJP government was formed, and then elevated as full-time party president in place of his father.
A senior Akali leader said since the Congress would be projecting former chief minister Capt Amarinder Singh as its main campaigner in the Lok Sabha polls, there was a growing realisation within the party that the only person who could take him head-on was Sukhbir Badal. “He’s a forceful campaigner and has great organisational ability and skills. That would certainly help the party in LS polls,” he added.
Once Sukhbir takes over as deputy CM, his elevation as CM after the LS polls would become smooth, added a party insider.
Sukhbir’s aim — power surplus Punjab
January 10, 2009
Chander Parkash & Kulwinder Sandhu
Tribune News Service
Gurdaspur, January 9
To make Punjab a power surplus state is on the development agenda unfolded by president of the SAD Sukhbir Singh Badal here today. To achieve this aim, Sukhbir has virtually been functioning as the chief executive officer of four proposed mega thermal power projects.
Talking to The Tribune, he said only three thermal power plants had been set up in Punjab ever since it came into existence in 1966. This was despite the fact that the state had been ruled by the Congress for a major period of time and the Centre also remained under its rule for a considerable time. These four thermal plants are being set up at a cost of Rs 32,500 crore in one go to add 6,480 MW to Punjab power generation within three years.
“Before the SAD-BJP alliance took over the administration, such a big exercise was unthinkable. It has become possible only as he means business and wants to deliver. Now, no one can stop Punjab from jumping into the elite class of modern states of the world.” The power projects included 1320-MW Rajpura Thermal Power Project (Rs 6,600 crore), 1980-MW Talwandi Sabo Thermal Power Project (Rs 10,000 crore), 540-MW Goindwal Sahib Thermal Power Project (Rs 2,700 crore) and 2640-MW Gidderbaha Thermal Power Project to be set up at a cost of Rs 13,200 crore. He said the foundation stones for such projects in Banwala in Mansa district and Goindwal Sahib had been laid and work started. The foundation stones of other two thermal plants would be laid by Chief Minister Parkash Singh Badal shortly.
‘Admn reforms in three months’
Daulat Pura Newan (Moga): Sukhbir Singh Badal has said the state government is committed to removing all difficulties being faced by the common public in the government offices. He was addressing a public rally here. He said the Administrative Reform Commission would submit its report within three months and it would be implemented immediately. Justifying the allotment of party ticket to her, he said: “The SAD is a party of the common man so it has preferred to give ticket to the people who work for the welfare of the masses”.
He distributed cheques worth Rs 2 crore among 46 panchayats of the Baghapurana and Rs 3.52 crore among 137 panchayats of the Dharamkot Assembly constituencies. He distributed cheques worth Rs 2 crore among 46 panchayats of the Baghapurana and Rs 3.52 crore among 137 panchayats of the Dharamkot Assembly constituencies. At Dharamkot, he promised to provide potable water purified with reverse osmosis (RO) system in all panchayats of this district, besides, initiating a scheme for laying sewerage in villages.
At Moga late in the evening, he gave a cheque for Rs 3 crore to Barjinder Singh Brar, president of the local municipal council, for development works. Badal said his government would make Moga a model town.
Badal's finger caught in car door
Ludhiana, January 3
Tribune News Service
Chief Minister Parkash Singh Badal received three stitches on the middle finger of his left hand that was accidentally crushed in the door of his official car when he stepped out to attend a function in Muktsar today afternoon.
He was rushed to DMC Hospital here after first aid was administered to him in Muktsar itself. Dr Naved Aslam and Dr Ashok Gupta treated him. The X-ray report ruled out fracture, but the CM will have to wear a sling for a few days.
The CM remained in the hospital for 50 minutes. Apart from Akali MLAs and leaders, bureaucrats and police officers rushed to enquire about his health as well as to manage the crowd.
SAD gained strength, Capt stature
December 31st, 2008
Chandigarh: For Punjab, 2008 witnessed some unprecedented political upheavals, foremost being the ouster of former CM Capt Amarinder Singh from the Assembly by the treasury benches. The ruling coalition partners faced repeated bouts of confrontation, one of which reached a stage where the five BJP ministers in Punjab CM Parkash Singh Badal's cabinet threatened to resign.
The SAD gained in strength, first with its resounding record victory in the civic polls, notwithstanding allegations of rigging, and then for its promises on development, including the trendsetting Rs 1.5-crore compensation to farmers for the upcoming international airport at Mohali.
Indian School of Business (ISB) announced its second post-graduate management set-up in Mohali this year. On the political front, Amarinder's expulsion, the first in the history of the state Assembly, hogged the limelight for long. His bitter equation with the ruling combine notwithstanding, Amarinder bounced back to prove that he was still in the reckoning and certainly not out of favour with the Congress high command, as being dubbed by his opponents.
He was put back in the saddle as chairman of the election campaign committee. Amarinder's resurgence came at a time when his bete noire and leader of Opposition Rajinder Kaur Bhattal was unseated as the Punjab Congress president. The trademark Bhattal- Amarinder verbal onslaught, which got bitter with the day, left the party a divided house. Amidst speculation of SAD president Sukhbir Badal taking over as the CM, he strengthened his grip on the party and revamped its structure by making it an all-caste composition. His decision to get baptised, without much noise, also silenced many of his critics. The Akali Dal's initiative on foeticide was given a leg up by Sukhbir's better-half Harsimrat Badal. Her concept (Nanhi Chaan) to offer saplings and plants to devotees at Sikh shrines and elsewhere won the hearts all over.
On the development front, the state initiated a major programme to revamp the ageing canal irrigation infrastructure at a cost of Rs 3,500 crore. The Government reduced stamp duty by one per cent. Although the PIDB got on to ambitious plans of around Rs 25,000-crore investments to upgrade Punjab's infrastructure, many projects are yet to see the light of day. The much-hyped modern AC bus stand at Mohali failed to attract the right bidder. The Talwandi Sabo power plant could get just one bidder. The state government obtained Centre's clearance for setting up a civilian terminal at Bhisiana airport, near Bathinda. For the first time, AC buses at just 10 per cent extra tariff were introduced on Punjab roads. The state passed a legislation of making Punjabi language compulsory in schools and official work.
Plane is of company owned by us: Majithia
December 2nd, 2008
HT Correspondent
RUBBISHING CONGRESS leader Capt Amarinder Singh’s statement that the Badals had purchased a Rs 24-crore plane, Information and Public Relations Minister Bikram Singh Majithia today said the allegations “only speak of the level of self-deception to which his (Capt’s) political desperation and isolation had driven him”.
“We have not one but four planes, three since the 1970s. But all belong to companies of which my father Satyajit Singh Majithia and brother Gurmehar Singh are the directors,” said the min ister in a press statement here.
“My family is in the aviation business for nearly 40 years now and Capt Amarinder knows it because he has several times flown in our planes as a passenger,” he added.
The minister termed the fresh allegations levelled by the former chief minister as “a resumption of Amarinder’s desperate resort to shooting arrows in the dark”.
“He wants people to believe that a passenger aircraft is a toy plane that can be bought in a fun market with black money And he thinks one can in . scribe one’s name on an aircraft like one on a tractor trolley,” the minister said.
Capt Singh had given the inscription of the letters “PSB” on the plane as proof that it belonged to Parkash Singh Badal. The initials, in fact, refer to an aviation code given by the Director General of Civil Aviation (DGCA).
Majithia said the plane had been bought by Orbit Aviation Private Limited, promoted by his father and brother, and which was an off-shoot of Saraya Aviation Company .
The plane was purchased by taking a loan of Rs 19.25 crore from Punjab National Bank, New Delhi. Orbit Resorts has also subscribed share application in it.
These are companies with certification for engaging in non-scheduled air transport service, he said.
Majithia said “unlike Amarinder, the Majithias and Badals were dutiful, tax-paying citizens”.
He said Capt Amarinder had declared his total annual income for the year ending March 31, 2006 as Rs 5.29 lakh, which comes to less than Rs 50,000 per month. The source was declared as sale of milk.
“Moving in a fleet of Mercedes and other expensive cars, he wants Punjabis to believe this to be true. But this poor dairyman stays in expensive hotels,” he said.
Resentment brews in SAD, Bains calls on Sukhbir
November 10th, 2008
A section of Akali councillors led by Youth Akali Dal president Simerjeet Singh Bains met SAD (B) President Sukhbir Singh Badal here today and minced no words in asking the party president, “to rein in Minister for Jails and Tourism Hira Singh Gabria”.
Though Sukhbir has asked the youth wing to close ranks and prepare for the upcoming general polls, the long-running feud between Bains and Gabria will be a big headache for the party president.
While both Gabria and Bains have been contenders for the Ludhiana West seat and are strong Akali candidates, they have been crossing swords at every possible step. Whether it is to elect a mayor for the city or to spend grants doled out by the CM in this constituency- both leaders have failed to reach a consensus.
Sharpening his arsenal Bains said, “He is damaging the party’s reputation. His attitude is very dictatorial and above all the Hindu votes that we Akalis have been able to garner will all be lost as Gabria is harassing Hindus. The party president has assured us he will do something about it. On the insistence of Sukhbir Badal, we had pooled in our resources to ensure Gabria’s victory in the Vidhan Sabha elections.”
Meanwhile reacting to Bains statements, Gabria said: “I do not want to comment on this petty issue as I am a cabinet-rank minister and also the president of the district party unit. I advise party leaders and workers that instead of washing dirty linen in public, any issue can be resolved through dialogue thereby maintaining discipline in the party. As far as votes are concerned, in the past four decades, people from all sections of society have voted me to power and continue to maintain their trust in me.”
The supporters of Cabinet Minister Hira Singh Gabria and Akali councillor Simarjeet Singh Bains clashed with each other at the Sangat Darsahan programme of the chief minister yesterday. The verbal arguments intensified after both the groups tried to capture the microphone and take over the stage.
Akali Dal chief steers the brandwagon for cola and sweater
October 29th, 2008
Soft drink majors have not so far considered politicians as brand ambassadors. However, Shiromani Akali Dal chief Sukhbir Badal thinks he could easily be one.
Badal Jr has been photographed so many times with a can of Diet Coke at press conferences that he thinks he has almost become the brand’s ambassador. As per his own admission, Sukhbir mooted the idea with the Coca-Cola CEO also. “I am extremely fond of Diet Coke and apparently people in my state are well aware of one of my favourite beverages. You go to any Punjab village and you will certainly find Diet Coke cans. Some time back, I met the Coca-Cola CEO in a hotel in Delhi. I told him that, instead of paying hefty endorsement fees to filmstars and cricketers, they should consider me. But he just laughed it off,” he says.
The 45-year-old SAD chief adds: “I went to Damdami Taksal, which is a religious dera. When I accepted their offer for some refreshment, I was expecting that they would serve me milk or tea. But I was stunned when a chilled can of Diet Coke was served. In fact, I would get Diet Coke anywhere I go.”
Badal has had so much of the soft drink that he is now taking a break. “I have not been drinking it for the past two months because I realised my consumption had exceeded the idea of moderate limits,” he says.
The soft drink major, though, is happy to stick to stars as ambassadors. Coca-Cola India’s official spokesperson says: “We are deeply honoured that such an eminent personality is a patron of our products. We, at Coca-Cola, believe that every person who consumes our products is a brand ambassador. As regards television commercials and other promotion activities, as per company policy we have only two—Aamir Khan and Hrithik Roshan.”
Prasoon Joshi, credited with the Coca-Cola campaign, says: “If a politician is charismatic and has an appeal, there is no reason why he can’t lend value to a brand. But in India, there can be a slight issue of popular politicians being seen endorsing products. Their association with the company can be misconstrued.”
But Badal says politicians can be brand builders. He believes he began the trend of wearing Pringle sweaters over kurtas. “I always wear Pringle sweaters. The company knows it and now their Ludhiana factory makes sweaters specially...